Imagine this.

You’re at the Cannes Lions International Festival for Creativity. In about 10 years. As champagne flows and flows, rumours grow and grow. Finally it’s discovered that the Grand Prix winning campaign was created by an artificial intelligence system.

What happens then?

Do they disqualify the campaign — like a cyborg would be disqualified at the Olympics?

Does the planning department get the award?They were the people that asked the right questions to get the right answers.

Do the Creative Directors win the award?They chose to action the concept the system conceived.

Do the software developers win?They made the thing, that made the thing, that won the award.

The real question isn’t if this will happen, but when this will happen.

Because our world has become a world where artificial intelligence and deep learning breakthroughs are the new Moore’s Law.